Alex Jacobs, from Sussex, appeared on The Money Maker last night to seek help
Investor Eric Collins wanted to save his bakery which was on verge of collapse
Alex said 90 per cent of his business was wholesale while 10 per cent was online
Eric wanted Alex to pivot to focus on online world with updated marketing
However Alex was hesitant and pushed back on Eric's suggestions and help
Viewers branded the baker 'smug' and said he had 'self-sabotaged' his company